Description
Advertising, Promotion, and other aspects of Integrated Marketing Communications 10/E Andrews TEST BANK
Test Bank for Advertising, Promotion, and other aspects of Integrated Marketing Communications, 10th Edition, J. Craig Andrews, Terence A. Shimp, ISBN-10: 1337282650, ISBN-13: 9781337282659, ISBN-10: 1337289760, ISBN-13: 9781337289764
Table of Contents
PART 1. THE PRACTICE AND ENVIRONMENT OF INTEGRATED MARKETING COMMUNICATIONS (IMC)
Chapter 1. An Overview of Integrated Marketing Communications
Chapter 2. Enhancing Brand Equity and Accountability
Chapter 3. Brand Adoption, Brand Naming, and Intellectual Property Issues
Chapter 4. Environmental, Regulatory, and Ethical Issues
PART 2. FUNDAMENTAL IMC PLANNING AND DECISIONS
Chapter 5. Segmentation, Targeting, and Positioning
Chapter 6. The Communications Process and Consumer Behavior
Chapter 7. The Role of Persuasion in Integrated Marketing Communications
Chapter 8. Objective Setting and Budgeting
PART 3. ADVERTISING MANAGEMENT AND MEDIA CHOICES
Chapter 9. Overview of Advertising Management
Chapter 10. Effective and Creative Ad Messages
Chapter 11. Endorsers and Message Appeals in Advertising
Chapter 12. Traditional Advertising Media
Chapter 13. Digital Media: Online, Mobile, and App Advertising
Chapter 14. Social Media
Chapter 15. Direct Marketing, CRM, and Other Media
Chapter 16. Media Planning and Analysis
Chapter 17. Measuring Ad Message Effectiveness
PART 4. SALES PROMOTION MANAGEMENT
Chapter 18. Sales Promotion Overview and the Role of Trade Promotion
Chapter 19. Consumer Sales Promotion: Sampling and Couponing
Chapter 20. Consumer Sales Promotion: Premiums and Other Promotions
PART 5. OTHER IMC TOOLS
Chapter 21. Public Relations, Content Marketing, Viral Marketing, and Sponsorships
Chapter 22. Packaging, Point-of-Purchase Communications, and Signage
Chapter 23. Personal Selling
